The challenge for GSK’s small gum care brand, parodontax, (Corsodyl in the UK) was to convince consumers to switch from regular toothpastes to its products that also treated gum disease. Strategy developed the metaphor of a journey towards socially embarrassing disease symptoms, like bad breath and bleeding gums, unless people treated the condition early. A single creative idea was deployed internationally to maximise media spend and increase share of voice. TV ads brought impact, with other channels used to cut through with consumers in mornings or whilst travelling. Ads outperformed on awareness and likelihood to persuade disease non-treaters to buy the brand. Incremental sales of almost £50m were generated and parodontax became the world’s fastest-growing multi-market toothpaste brand.